Screenvision Media, in collaboration with Amplified Intelligence and MAGNA Global, has released a media study** providing compelling insights into the effectiveness of cinema advertising and its positive outcomes.
Jennifer Friedlander, Screenvision’s Senior Vice President of Insights and Measurement, explained the study’s dual objectives to Digital Cinema Report: “One was to capture and measure active attention to ads and content in the cinema environment. And two, we wanted to make sure that we had that cinema data available both for ourselves to share with our advertisers and for comparison to other media and also for agencies that are starting to actually plan and optimize against attention data.”
She added, “There is increasingly more evidence that attention drives outcomes across the industry. We have seen this in our own research with proven results on both short-term outcomes such as sales lift to more long-term outcomes such as brand choice and preference.”
Here are the ten findings of the study:
To conclude on key takeaways, cinema advertising offers brands the opportunity to achieve three times higher attention by employing the same TV creative in the cinema. Advertising in cinema drives memory: a single impression in cinema delivers brand and message recall, emphasizing the impact of each impression. It also provides brands with creative freedom in long-form storytelling, eliminating the need to follow specific branding rules required in other mediums such as digital.
Reading this together with the recent study by Fiftyfive5 on Brand Fame, where one cinema ad delivers ten times the brand fame over digital and six times over TV, makes it crystal clear that cinema is a powerhouse and must be included in every video mix.
**Screenvision and Amplified Intelligence recruited 171 moviegoers (aged 18+) with their consent to be filmed entirely during a movie of their choice, without revealing the study’s purpose. This allowed participants to engage in their normal cinema-going activities with complete flexibility, such as enjoying snacks, leaving the theater, or using the bathroom. Eleven ads from various brand verticals, including automotive, entertainment, shipping, and telecom, were shown during the pre-show.
Sources:
Screen Vision, MAGNA global, SAWA, Digital Cinema Report
This Eid al-Adha, cinema admissions soared like the summer sun, delivering a remarkable 1.62 million admits across the MVM circuit in just seven days.
This significant surge was driven by summer blockbusters such as ‘Inside Out 2,’ ‘Bad Boys: Ride or Die,’ ‘Kingdom of the Planet of the Apes,’ ‘Furiosa: A Mad Max Saga,’ the Arabic hits ‘Welad Rizk 3,’ ‘El La3eb Ma3 El 3iyal’ and popular Asian titles ‘Chandu Champion,’ ‘Talavan,’ ‘Turbo,’ ‘Mr and Mrs Mahi,’ ‘Munjya’ and ‘Maharaja.’
The admission figures for the first two weeks of June reached a staggering 2.67 million, demonstrating that films from all genres have performed exceptionally well and showcasing the diverse preferences of our audience across the region.
In comparing the first two weeks of May with the first two weeks of June, we observed significant growth of 94% across the region: Bahrain saw a 150% increase in admissions, Kuwait 70%, Lebanon 71%, Oman 96%, Qatar 127%, Saudi Arabia 89%, the UAE 106%, and Egypt 68%.
These figures underscore a sustained upward trajectory in cinema attendance across the MVM circuit, not only owing to the festival but also the gradual filling up of gaps in the release calendar this year after a content drought due to the SAG-AFTRA strike.
This box office success speaks volumes as we look ahead. The cinema industry is poised for an exciting summer season projected for further growth, particularly with school vacations driving increased footfall. The upcoming releases, including ‘A Quiet Place: Day One,’ ‘Despicable Me 4,’ ‘Deadpool and Wolverine,’ and ‘Crow,’ promise to maintain the momentum, making cinema the go-to entertainment choice.
Download our ScreenTalk Movie Planner to explore the full lineup of movies releasing in Q3 2024 and start planning your cinema campaigns.
Source:
All data presented are derived from the Motivate Val Morgan Intelligence platform CineMeasure, which is exclusively available to our clients for tracking cinema campaign success.
Indian cinema in the first half of 2024 presented a diverse array of stories and genres, albeit with varied reception. From notable Bollywood releases such as Fighter and Shaitaan to regional blockbusters such as Hanu-Man (Telugu), Manjummal Boys (Malayalam), and The Goat Life (Malayalam), the industry showcased a range of narratives that resonated with audiences across different regions.
As we move into the second half of the year, anticipation builds for upcoming releases that promise to elevate the cinematic experience. Whether you’re drawn to blockbuster spectacles, poignant dramas, or lively musicals, there’s a rich tapestry of films set to grace the screens.
Here’s a look at some of the most eagerly awaited releases that will light up the screens in the coming months.
Auron Mein Kahan Dum Tha is a captivating romantic drama that spans two decades, following the intertwined lives of Krishna (Ajay Devgn) and Basu (Tabu).
Set against the backdrop of Northern Kerala across three generations, the Adventure/Comedy drama follows the intertwined lives of Maniyan, Kunjikelu, and Ajayan (Tovino Thomas), each bound by a shared destiny to protect a priceless treasure.
The spooky season kicks off with the much-awaited sequel to the horror-comedy ‘Stree.’
The movie starring Kannada superstar Shiva Rajkumar is a prequel to Mufti that explores more about Bhairathi Ranagal.
Vijay takes on double duty in this electrifying film by Venkat Prabhu. The plot, shrouded in a bit of mystery, is said to be inspired by a real-life terrorist attack.
Directed by Amal Neerad the malayalam action thriller stars Fahadh Faasil, Kunchacko Boban, Sharafudheen and Jyothirmayi.
Superstar Rajinikanth leads an all-star cast including Amitabh Bachchan, Fahadh Faasil, and Rana Daggubati.
The Story of unbreakable bonds starring Alia Bhatt and Directed by the visionary Vasan Bala.
Ajay Devgn is back with his iconic role as the fearless Inspector Bajirao Singham. Get ready for a thrilling encounter between good and evil, all delivered with the larger-than-life style that has made Singham a pop culture phenomenon.
Bhool Bhulaiyaa 3 returns with Kartik Aaryan taking on the mantle and Tripti Dimri joining the fun.
Follows stories of bittersweet relationships in a contemporary setting, exploring various aspects, hues, and moods of love.
Allu Arjun returns as the audacious smuggler Pushpa Raj, locked in an epic clash with the ruthless cop Bhanwar Singh Shekhawat, played by Fahadh Faasil
Leveraging the buzz around these highly anticipated Indian blockbusters provides an excellent opportunity for brands to connect with and engage the Asian audience. Contact us today to discover how the power of the big screen can help you achieve your brand objectives.
*Movie release dates are subject to change
Source: IMDb, Google, BookMyShow
Cinema enthusiasts are optimistic about the future, particularly with the release schedules for the second half of 2024 and 2025. The much-needed boost from Bad Boys: Ride or Die at the start of June, following an average May, and highly anticipated titles such as Inside Out 2, A Quiet Place: Day One, and Deadpool & Wolverine lined-up for release, ensure that the global box office will maintain its momentum this summer. The slowdown in 2024 was largely due to last year’s dual labor strikes, which halted Hollywood and pushed many blockbusters to 2025. But will a strong movie lineup in theaters be enough to solve this problem, or are there other issues studios need to address to achieve the collective horsepower needed to reach pre-pandemic results and demand?
According to reports from the Global Cinema Federation, cinemas worldwide are gearing up for a new era focused on enhancing the movie-going experience. However, achieving box office growth requires a collaborative effort between exhibitors and studios. Here are the GCF’s suggestions for studios to contribute to this collective push:
The need for a higher number of titles remains crucial for the growth of global box office, as the number of theatrical releases has significantly decreased since the pandemic. While there are several blockbusters scheduled for release in 2025, one good year alone is not sufficient to exceed the levels of pre-pandemic box office revenue. Hence studios must understand the importance of increasing the quantity of films available in theaters to drive overall revenue growth and achieve the consistent high-grossing box office performance seen prior to the pandemic.
According to a survey by the ticketing platform BookMyShow, the majority of customers express their readiness to return to theaters for a wider variety of genres when there is a film they want to see. However, there has been a noticeable decline in the production and release of romantic comedies and animated films since the pandemic. This gap in the market represents a missed opportunity, as these genres have traditionally drawn significant audiences. Reviving the production of rom-coms and animated films can cater to a wide demographic, encouraging more frequent trips to the cinema
The trend of shortening the theatrical window, particularly in the US, has significant repercussions on the international box office. When films are swiftly moved to streaming platforms after their initial release, it weakens the incentive for international audiences to see the movie in theaters, as they may prefer waiting for the streaming release. Additionally, piracy on these platforms can further erode the studios’ potential revenue. To counteract this, the Global Cinema Federation suggests maintaining a longer exclusive theatrical window to preserve the unique value proposition and box office draw of the cinema experience worldwide.
The length of movies is another factor that influences audience turnout. Extremely long run-times can deter some viewers due to time constraints or comfort concerns. Balancing film lengths to ensure they are engaging yet not excessively long can help maximize audience retention and satisfaction. Providing a mix of shorter and feature-length films can cater to various audience preferences, making it easier for more people to fit a movie outing into their schedules.
Effective marketing is crucial for driving box office success, especially for non-blockbuster films. This involves not only traditional advertising methods, but also leveraging digital platforms and targeted campaigns to reach potential viewers. Multi-channel strategies can build audience awareness and excitement for upcoming films. Engaging promotional activities, social media buzz, and partnerships with influencers can further amplify the reach and impact of marketing efforts, ultimately boosting ticket sales.
Source: Global Cinema Federation Report
The opening of Jeddah Park marks VOX Cinemas’ third cinema in Jeddah and 17th location in KSA
VOX Cinemas, the dedicated cinema arm of Majid Al Futtaim, opened its 17th location in the Kingdom of Saudi Arabia at Jeddah Park Mall on June 4, 2024.
Centrally located in Jeddah Park, Aziziyah – a one-stop destination for retail and entertainment – the 13-screen multiplex features two GOLD screens, one IMAX® with Laser screen, and a Private Cinema.
The latest cinema is fully designed for movie lovers, with premium reclining seating that provides unparalleled comfort, so audiences can kick back, relax, and enjoy the magic of movies. The location also features the latest in cutting-edge technology, providing stunning visuals and crystal-clear audio for a truly immersive experience.
Anmar AlQurashi, Managing Director – Saudi Arabia and Bahrain, Majid Al Futtaim Entertainment said, “The opening of Jeddah Park underscores our commitment to provide audiences with a premium cinematic experience that combines the latest technology with the comfort and luxury our guests have come to expect. We believe that the state-of-the-art multiplex will not only provide a social hub for film enthusiasts but also enrich the cultural fabric of the local community.”
The opening of Jeddah Park marks VOX Cinemas’ third cinema in Jeddah, alongside Red Sea Mall and Town Square, and comes just six months after it launched VOX Cinemas Century Corner in Riyadh.
VOX Cinemas now operates a total of 175 screens across 17 cinemas in six cities throughout the Kingdom.
Click here to book tickets at this new cinema, and reach out to our team to learn more about cinema advertising opportunities at VOX Jeddah Park – Jeddah.
Source: VOX Press Release
Driven by evolving audience preferences and a fresh perspective on cinema as an immersive experience, cinemas worldwide are undergoing a rapid transformation
The cinema industry is experiencing a significant transformation. With cinema now viewed as a holistic customer experience, various factors influence moviegoers, including screen formats such as IMAX and Dolby, food and beverage offerings, parking, and family friendliness.
Recognizing these needs, exhibitors worldwide are making strategic investments in new builds, refurbishments, and technology. According to the Global Cinema Federation (GCF), exhibitors are projected to spend around US$2 billion globally in 2023-2024, showcasing their confidence in the future of the big screen experience.
Out of the total US$2 billion investment, US$1 billion is expected to go towards new builds, US$600 million towards refurbishments, and US$400 million towards technology. Now that we know which areas exhibitors are investing in, let’s also break down the major factors driving them to embark on this substantial level-up:
To stand out from home viewing, cinemas are investing in modern amenities such as in-seat dining, luxury recliners, and interactive games. This creates a more immersive and social atmosphere where watching a movie becomes a complete experience. From arriving at the theater to enjoying photo opportunities, giveaways, product samples, and lobby activities, the cinema visit must be memorable.
Affluent moviegoers see cinema as an essential part of their social lives, and prefer theaters with luxurious amenities. A recent YouGov survey, reported by the Video Advertising Bureau, found that 73% of affluent moviegoers with household incomes of US$100,000 or more favor theaters offering unique amenities and fine dining, enhancing their overall experience.
IMAX, Dolby Cinema, and other premium formats are gaining popularity with more and more titles being made for these experiences. Cinemas are investing in these formats to provide superior viewing options, meeting the growing demand for high-quality cinematic experiences.
Google Trends analytics show a surge in searches when a movie is announced or stars are attached. When trailers are released, fans flock to social media, turning awareness into excitement. This anticipation lingers until the movie hits theaters. Hence, exhibitors recognize the need to be part of this conversation through their online presence and maintaining engagement. Cinemas announcing social media competitions with big prizes are prime examples of leveraging this trend.
With several highly anticipated blockbusters, including the most “filmed for IMAX” releases in a year, set for 2025, cinemas are leveling up to handle the influx of eager moviegoers and offer the best possible experience for audiences.
These strategic investments demonstrate the industry’s commitment to evolving and enhancing the cinema experience, ensuring it remains a beloved pastime for audiences worldwide.
Source: Global Cinema Federation, VAB News
The 71st edition of the Cannes Lions Festival will witness the largest cohort of jurors from the UAE to judge at a singular festival.
The Cannes Lions International Festival of Creativity has announced the lineup of twelve shortlisting jury members from the UAE who will take part in the initial judging phase for this year’s Cannes Lions awards, scheduled to take place in Cannes, France, from June 17-21.
This update follows the earlier announcement of thirteen awarding jury members – including a jury president – who will collaborate with jurors from 54 diverse markets to acknowledge and celebrate exceptional global creative achievements, setting a new standard for excellence.
The 71st edition of the Cannes Lions Festival will feature its largest UAE cohort yet, with 25 jurors overseeing judging duties at a single festival, highlighting the nation’s increasing impact and expertise in the global creative landscape.
Commenting on the global shortlisting jury members announcement, Simon Cook, CEO, LIONS, said: “Our Shortlisting Jurors play a fundamental role in the Cannes Lions judging process. This talented line-up of industry experts will bring us one step closer to defining the creative benchmark on the global stage this June. I’d like to extend my gratitude for their hard work in curating the work that will go on to be awarded and recognised at the Festival this year.”
In reference to the Cannes Lions jury panel from the UAE, Ian Fairservice – Managing Partner of Motivate Media Group, said: “In reference to the Cannes Lions jury panel from the UAE, Ian Fairservice – Managing Partner of Motivate Media Group, said: “We are excited to see the continuous increase in the UAE’s footprint at the Cannes Lions Festival of Creativity. Kalpesh Patankar’s appointment as the second consecutive jury president in two years serves as a clear indication of the creative industry’s development here, steered by a diverse and talented group of experts. This reflects the UAE’s steadfast dedication to upholding standards of excellence and innovation in advertising, marketing, and communications. With a further twelve talented jury members, each bringing their own unique perspectives to the judging process, this is a great representation of our region at the international level.”
The 2024 Shortlisting Jury Members from the UAE have been named as:
Brand Experience & Activation:
Jarrad Pitts, Creative Director, Consulum
Direct:
Zahir Mirza, Executive Creative Director, C2
Entertainment:
Shereen Mostafa, Head of Production Publicis Groupe Middle East, Publicis Groupe
Film:
Serena Abi Aad, Creative Director and Film Director
Film Craft:
Rodrigo Scapolan, Creative Director, TBWA\RAAD
Health & Wellness:
Rana Sadek, Associate Creative Director, ImpactBBDO Dubai
Industry Craft:
Prerna Mehra, Creative Director and Head of Art and Design, MullenLowe MENA,
Gemma Crompton, Creative Director, Landor
Outdoor:
Firas Medrows, Executive Creative Director, DDB
PR:
Shafaq Tariq, Director – PR, Social Media and Influencer Marketing, MKV Digital
Print & Publishing:
Mohamed Bareche, Executive Creative Director, Horizon FCB
Social & Influencer:
Akanksha Goel, CEO and Founder, Socialize / We Are Social
With the Luxury & Lifestyle Lions Jury to be announced soon, you can see the full list of Global Presidents and Awarding and Shortlisting Juries here.
Further information on this year’s Festival and the Lions Awards can be found at visit www.canneslions.com.
Motivate Media Group and Motivate Val Morgan are the official representatives of the Cannes Lions International Festival of Creativity in the UAE.
With the opening of Marassi in Bahrain, Reel Cinemas now operates in three countries: the UAE, KSA, and Bahrain
Reel Cinemas has opened its first venue in Bahrain at Marassi Galleria – a premier beachfront mega mall in Manama – in collaboration between Eagle Hills.
Reel Marassi Galleria – Bahrain features seven state-of-the-art cinema screens, including an IMAX with Laser screen and two Platinum Experience Screens. Cinema enthusiasts can also enjoy a specially crafted 5-star food and beverage menu, offering a unique blend of entertainment and dining.
Mr. Ahmad Al Matrooshi, Emaar Properties PJSC, said, “After witnessing the success of our cinemas across the UAE, Emaar is excited to bring the iconic Reel Cinemas experience to the Bahraini market. With this latest addition to Emaar Entertainment’s diverse portfolio of offerings across the region, Reel Cinemas will provide a unique movie-going experience to suit all needs, in line with our commitment to developing popular attractions across the MENA region, and we are confident that it will become a popular destination for residents and tourists alike.”
Since its opening, Marassi Galleria has quickly become the center of attention, offering a plethora of entertainment options including shopping, dining, and leisure activities alongside its vibrant cinema.
Motivate Val Morgan, Reel Cinemas’ exclusive cinema advertising partner, proudly welcomes our latest addition and the first Reel Cinemas location in Bahrain to our circuit.
Contact us to advertise at Reel Marassi Galleria – Bahrain.
Source: Marassi Al Bahrain
According to a report by WARC Media, global advertising spend is poised for significant growth in 2024, potentially doubling compared to previous years and exceeding $1 trillion for the first time. This surge is largely attributed to the widespread adoption of AI in advertising strategies, with major players like Amazon and Google heavily investing in AI-based advertising solutions to drive substantial revenue growth in the future.
Paul Stringer, an expert at WARC, highlights that while AI has proven beneficial for advertising, its rapid expansion raises important questions about the relationship between humans and machines, the influence of tech platforms, and the future landscape of news and entertainment on the internet. Without proper oversight, there is a risk of widespread AI-generated misinformation, which could make brands increasingly wary of advertising due to concerns about brand safety and ad fraud.
Meanwhile, a study conducted by YouGov and reported by the Video Advertising Bureau (VAB) revealed that 86% of respondents feel overwhelmed by excessive ads on webpages, leading them to ignore advertisements. Additionally, 72% stated that annoying or intrusive ad experiences have negatively impacted their perception of a brand, while 66% indicated that such experiences make them less likely to purchase from the brand in the future, emphasizing the importance of delivering non-intrusive advertising content.
In response to these challenges, WARC addressed the issue in their latest study on the media signaling strength of various advertising mediums, which assesses the perceived cost and scale of an advertising channel in enhancing brand attributes. The study shows that Linear TV currently leads in media signaling strength at 46%, closely followed by cinema at 41% in all age group where as cinema leads in signaling strength for the age group 16-34 with 43%. These mediums remain uniquely positioned to deliver high-impact advertising to a mass audience, crucially in a brand-safe environment, and are likely to positively influence consumers’ perceptions of a brand.
While TV currently leads in signaling strength by 5%, it’s noteworthy that with the increasing adoption of attention measurement by brands and agencies to evaluate creative and media quality, cinema is projected to surpass TV in media signaling strength soon. Consumers are increasingly engaging with high-quality, long-form content on premium video platforms, where cinema advertising proves particularly effective in capturing viewer attention for extended periods.
This effectiveness is supported by findings from NCM and Lumen research, indicating that cinema advertising generates longer ‘eyes-on’ viewing compared to other digital and social channels. A recent study by Val Morgan Australia and Amplified Intelligence further reinforces this, stating that cinema delivers a minimum of 49 days of memory encoding from just 10 seconds of an ad, reaching an audience where half are under 40.
In conclusion, brands and agencies are realizing, backed by proper research, that running their ads on brand-safe premium platforms maintains their brand perception as intended, capturing the right audience with minimal wastage.
Sources: WARC, Video Advertising Bureau (VAB), Mi3, YouGov
Check out the ads that featured in cinema during the Eid al-Fitr 2024 long weekend!
The spirit of Eid al-Fitr once again filled the region, transforming the long weekend into a vibrant celebration. Families and friends flocked to shopping malls and entertainment hubs, eager to connect and revel in the festivities.
With more than 14 highly anticipated movies from various genres and languages being released, movie theaters resonated with laughter and excitement as audiences rushed to see the latest releases on the big screen. This festive atmosphere provided a perfect platform for brands to capture hearts and minds through cinema advertising.
From riveting ads by fast food chains, automobile companies, and airlines, here are the commercials that lit up the big screen during Eid al-Fitr 2024:
McDonald’s – FTM Dune: Part Two
Country: Qatar
Operator(s): Select VOX locations
BYD – FTM Dune: Part Two
Country: KSA
Operator(s): Select VOX & AMC locations
Almarai – FTM Kung Fu Panda 4
Country: KSA
Operator(s): Select VOX, Muvi, AMC & Reel locations
Birmingham University Dubai – Godzilla x Kong: The New Empire
Country: UAE
Operator(s): Select VOX locations
Lulu
Country: UAE
Operator(s): Select Royal, CinemaCity, Cinépolis, Oscar, Reel & VOX locations
WWE 2K24
Country: KSA
Operator(s): Select AMC & Muvi locations
Abdul Samad Qurashi
Country: KSA
Operator(s): Select AMC, Muvi & VOX locations
Dallah Hospitals
Country: KSA
Operator(s): Select AMC, Muvi & VOX locations
Disabled Children’s Association (DCA)
Country: KSA
Operator(s): Select AMC, Muvi, Reel & VOX locations
Green Farms
Country: KSA
Operator(s): Select AMC, Muvi & VOX locations
National Transformation Program (NTP)
Country: KSA (Saudi Arabia)
Operator(s): Select AMC, Muvi & VOX locations
Gulf Air
Country: Bahrain
Operator(s): Select VOX locations
Oman Post / Asyad Express
Country: Oman
Operator(s): Select Cinepolis & VOX locations
Royal Opera House
Country: Oman
Operator(s): Select VOX locations
Burger King
Country: Egypt
Operator(s): VOX locations
Garnier
Country: Egypt
Operator(s): VOX locations
Hardees
Country: Egypt
Operator(s): VOX locations
Misr Life Insurance
Country: Egypt
Operator(s): VOX locations
Noon
Country: Egypt
Operator(s): VOX locations
CBK
Country: Kuwait
Operator(s): VOX Cinemas
Kuwait Finance House (KFH)
Country: Kuwait
Operator(s): VOX Cinemas
Porsche
Country: Kuwait
Operator(s): VOX Cinemas
Think cinema for ‘attention-grabbing’ advertising! Contact us for cinema advertising opportunities alongside special events and celebrations.
